Getting an ROI through your PPC campaigns

Podcasts are an interesting advertising dilemma.  Think of it more like advertising an offline company as opposed to an online company or product.  The problem comes when you try to guage ROI or readership increases as a result of advertising through PPC.

When advertising a podcast with PPC, you have to remember 3 things.

1. You might not see an immediate response.
When I first go to a website, it may be a few days time from then until I actually subscribe to that podcast via iTunes.  If you are starting and stopping campaigns, it will be hard to see the trends that PPC have caused.

2. Don't buy the expensive clicks.
Advertisers generally have budgets and they like to spend budgets.  I am one of them.  However, if you have a PPC budget for your podcast advertising, try spending it with less searched for terms and try to pay less per click.  Podcast advertising through PPC is about spreading a large net because many fish jump out.

3. Don't get discouraged.
Podcasts are like the proverbial snowball.  Once they get started, word can spread virally.  Think of This Week in Tech (TWiT).  If you haven't seen it, it is a great general tech video podcast.  The hosts of the show and so engaging that word about that podcast spread quick like a brush fire.

Remember these 3 tips when advertising your podcast and watch your readers grow and start your fire!